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AVOIDING THE PERILS OF COMPARATIVE ADVERTISING

Today, it is not just headache remedies and beverage companies that engage in comparative advertising. Many companies in the healthcare industry, including hospitals, HMOs and health insurers, engage in such print and media ad campaigns. … | MORE »

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ADVANTAGE TO USING ADVANTAGE?

Independent Health in Buffalo, N.Y., filed a trademark-infringement suit last month in U.S. District Court to stop Blue Cross and Blue Shield from using the word "Advantage" in advertising its new heath maintenance organization. The … | MORE »

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TIPS ON PURCHASING THE RIGHT LETTERHEAD

"Sometimes your letterhead is the first thing people see so it needs to be great," said John Sneider, production-creative manager at Dorland, Sweeney & Jones, a Philadelphia-based healthcare advertising agency. "It is definately part of … | MORE »

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BRIGHTEN YOUR MARKETING PLAN WITH EFFECTIVE USE OF COLOR

Think of some of the greatest healthcare branding campaigns and how they use color to accentuate their attributes: the American Red Cross and its trademark vivid red cross; Blue Cross/Blue Sheild’s traditional stately blue shield … | MORE »

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TENNESSEE HOSPITAL USES LETTERHEAD AS MINI-BILLBOARD

One component of a communications strategy that is sometimes overlooked by many companies is the organization letterhead. Bradley Memorial Hospital gives its letterhead top billing. The hospital, located outside of Chattanooga, Tenn., treats its letterhead … | MORE »

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HOSPITALS SEIZE UPON THE MARKET IN ELDER CARE

One hospital has seen the growth in "elder care" and changed its strategic brand planning accordingly. For example, the Children’s Hospital in Baltimore, Md., – which began as a home for children with polio and … | MORE »

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HEALTHCARE POLICY COMMUNICATIONS AN UPHILL BATTLE

With all of the recent media coverage on health maintenance organizations (HMOs), healthcare PR executives are now bearing the brunt of communicating ongoing, controversial issues such as their company policies on denial-of-care, physician gag-rules and … | MORE »

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MARK THESE DATES

November 10-12 The Alliance For Healthcare Strategy and Marketing and The Greystone Group, Inc.’s First Annual Healthcare Marketing and Technology Conference. Las Vegas. Members: $695; Non-members: $745. Call 312/704-9701. Nov. 10-13 The National Association of … | MORE »

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DETROIT DOCTOR TAKES FIGHT AGAINST ASSISTED SUICIDE TO THE INTERNET

As if Jack Kevorkian didn’t have enough dissenters, enter Dr. Sanjay Gupta and his Web site. In response to the so-called Dr. Death’s presence in his Detroit community, the medical resident at Henry Ford Hospital’s … | MORE »

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NEWS/INDUSTRY WRAP UP

TV Newsrooms Up Their Staffs More than three out of four TV newsrooms increased their staffs in 1996, according to the News/Broadcast Network Inc., a public relations services company which has satellite windows to radio … | MORE »

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